Samsung Galaxy S4 will 'hit Android rivals harder than Apple'

M&C Saatchi Mobile CEO James Hilton believes that the flagship device will surpass its predecessor, the Galaxy S3, and help the Korean firm to secure a larger share of the Android market.

Samsung teaser video for the Galaxy S4 launch.

"The huge sales of the S3 were surprising to some, yet it proved that consumers were longing for choice at the premium end of the market. The S3's specs were great and, importantly, it looked different but as good as the iPhone. Finally, the S3 was cheaper," he told T3.

"If Samsung follow this same approach then I can see them getting even more market share, which may be less at the expense of Apple than HTC, LG and Nokia."

Hilton went on to say that the Galaxy S4 will be drawn into a fierce scrap with Apple's next iPhone, tipped for an August unveiling, but did not divulge which handset he anticipates will end up on top.

"Are you an iPhone or a Samsung person? This is a question that sparks passionate debate," he added. "This social element will be fundamental to the S4's adoption and growth, particularly with a new iPhone on the horizon."

The Samsung Galaxy S4 is expected to be unveiled at a press conference on March 14.